Adhese partners with Colruyt on retail media

Adhese has been selected as the ad serving technology partner for Colruyt Group Retail Media Services, supporting the retailer’s efforts to scale and manage its retail media operations.

The collaboration focuses on strengthening operational control, transparency, and privacy as Colruyt Group develops its media offering.

The partnership marks the next phase in Colruyt Group Retail Media Services’ growth, as it builds an omnichannel proposition connecting brands with shoppers across in-store, near-store, on-site, and off-site environments.

Building an omnichannel retail media offer

Colruyt Group Retail Media Services aims to enable brands to engage audiences using first-party data and measurable reporting. Adhese will provide ad serving infrastructure alongside onboarding and training, helping internal teams manage campaigns efficiently and at scale.

The approach reflects a broader shift among retailers seeking greater flexibility and control over their media operations as the retail media sector evolves.

Tim Sturtewagen, Chief Product Officer and co-founder at Adhese: "Retailers are increasingly looking for long-term technology partners that give them control and flexibility as their retail media propositions evolve. We are excited about our collaboration with Colruyt Group Retail Media Services and to support their retail media ambitions with technology that is built for scale, compliance, and transparency."

Supporting scalable media operations

The collaboration is designed to support Colruyt Group’s ambition to operate as a media sales organisation, offering advertisers targeted and measurable access to its customer base.

Mathias Beke, Head of Department Media Services at Colruyt Group: "We are building Colruyt Group Retail Media Services as a true media sales house, with the ambition to connect advertisers with our shoppers in a relevant, measurable and privacy-conscious way. Adhese's ad serving technology gives us the operational control, transparency and scalability we need to deliver on that promise, so that every campaign delivers real value, both for brands and for our customers."

Adhese will also provide training and onboarding to ensure teams can fully utilise its platform, reinforcing its position as a technology partner for retailers expanding their retail media capabilities.

www.adhese.eu

www.colruytgroup.com

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